摘要
成功的广告得益于绝妙的语言运用,为了较好凸显广告美学的艺术感染力,增强意趣美感和语言艺术美,广告语言必须做到新颖独特、韵律优美、幽默诙谐、寓意深刻。对美学效果的重视和追求,使得成功的广告把美学、修辞学和语言学融会贯通而成为艺术精品。
Advertising languages are vivid, of beautiful rhythm, humorous, unique, profound, with strong flavor of beauty and the art of language. In order to highlight the artistic appeal of advertising aesthetics, advertising language must successfully bring the aesthetics,rhetoric and psychology together. This article probes deeply into the aesthetic significance of rhetoric aesthetics through making use of many examples analyzing the aesthetics of phonology, conciseness, structure and connotation of rhetoric device.
基金
湖北省荆门市荆楚理工学院校级科研基金项目"基于中英广告中违反合作原则的修辞格研究"(项目编号:QN201623)
关键词
广告语
修辞格
美学
advertising
rhetoric
aesthetics
